Etail East - Jason Falls presentation - 2013
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Etail East - Jason Falls presentation - 2013

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Jason Falls's presentation from Etail east on Building Community.

Jason Falls's presentation from Etail east on Building Community.

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Etail East - Jason Falls presentation - 2013 Etail East - Jason Falls presentation - 2013 Presentation Transcript

  • All content copyright © CafePress. All rights reserved. 11 Building Community: It’s more than engagement
  • All content copyright © CafePress. All rights reserved. 22 Why to people gravitate to some brands? We Love Brands That: • Have great products • Have great service • Treat us with respect • Make us feel a part of something bigger
  • All content copyright © CafePress. All rights reserved. 33 Community Community, like customers, has a ceiling. We need to be comfortable with that.
  • All content copyright © CafePress. All rights reserved. 4 The Cafepress Environment
  • All content copyright © CafePress. All rights reserved. 5 Shops
  • All content copyright © CafePress. All rights reserved. 6 Marketplace
  • All content copyright © CafePress. All rights reserved. 7 Where I started? Designed by Cafepress user Christopher Carder
  • All content copyright © CafePress. All rights reserved. 8 How do we fix this? Technical Actions • Give them tools to work better • Give them tools to communicate better Human Actions • Reopen communications • Be accountable • Share ownership • Value people vs. customers • Value opinions vs. actions • Foster & coach better communications
  • All content copyright © CafePress. All rights reserved. 99 Give them tools to work better …
  • All content copyright © CafePress. All rights reserved. 1010 Give them tools to communicate better …
  • All content copyright © CafePress. All rights reserved. 1111 Give them tools to communicate better …
  • All content copyright © CafePress. All rights reserved. 1212 Give them tools to communicate better …
  • All content copyright © CafePress. All rights reserved. 1313 Give them tools to communicate better …
  • All content copyright © CafePress. All rights reserved. 1414 Give them tools to communicate better …
  • All content copyright © CafePress. All rights reserved. 15 Communicate Better! Big thanks to Jason and Kat and everyone at CP for making it easy and comfortable to interact and get involved. – WheeDesign I wanted to give a Kudos to some very excellent differences in operation … A heads up and sneak peak before anything happened at all … Honest responses skipping the sales pitch … getting the thinking behind decisions without trying to put some kind of "spin" on it - very refreshing! – Diane Blackman It's all good, and getting better!!! Thank you, Jason and Kat!! -- Scarebaby
  • All content copyright © CafePress. All rights reserved. 16 Content Marketing Works
  • All content copyright © CafePress. All rights reserved. 17 Content Marketing Works Tactics • Drive fan growth through Facebook promotions • Went from 20K fans to 100K in 2 quarters • Drive engagement on Facebook (photos) • Engagement rates went from 1% to 7% in a year • Drive engagement on Twitter (Retweet if …) • Click throughs tripled in 2 quarters • Drive fan growth through Facebook promotions • Went from 20K fans to 100K in 2 quarters
  • All content copyright © CafePress. All rights reserved. 18 Content Marketing Works
  • All content copyright © CafePress. All rights reserved. 19 What you need to measure Key Measurements • Traffic from social networks • Action rates from social networks (vs. general audience) • Conversion rates from social networks (vs. gen. aud.) • Revenue from social networks (vs. other sources) • AOV of community members vs. general audience • AOV by social network • Revenue per fan/follower from social networks
  • All content copyright © CafePress. All rights reserved. 20 Thank you! @JasonFalls Damn Handsome Cafepress World’s Customization Engine